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https://hdl.handle.net/2440/53958
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Type: | Journal article |
Title: | Exploring market orientation and satisfaction of partners in the sponsorship relationship |
Author: | Farrelly, F. Quester, P. Clulow, V. |
Citation: | Australasian Marketing Journal, 2008; 16(2):51-66 |
Publisher: | Australian & New Zealand Marketing Academy |
Issue Date: | 2008 |
ISSN: | 1441-3582 1839-3349 |
Abstract: | In an empirical study of both sides of the sponsorship dyad, a number of key antecedents to sponsors' renewal intentions were examined. The study involved all sponsors and clubs of a leading Australian sport property. Sponsors' market orientation was found to be a positive factor: it influenced non-economic satisfaction which, in turn, determined sponsors' renewal intentions. On the other hand, and as expected, properties' market orientation exerted a negative influence on economic satisfaction as well as, more directly, on renewal. Unlike non-economic satisfaction, economic satisfaction did not explain sponsors' renewal intentions. The results are discussed in relation to sponsorship and more broadly in relation to other marketing relationships. |
Keywords: | sponsorship renewal market orientation economic and non-economic satisfaction |
DOI: | 10.1016/S1441-3582(08)70014-4 |
Description (link): | http://au.vlex.com/source/australasian-marketing-journal-3455 |
Published version: | http://dx.doi.org/10.1016/s1441-3582(08)70014-4 |
Appears in Collections: | Aurora harvest Business School publications |
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